A Cross-Disciplinary Study of What Determines the Adoption of MDS

Mobile data services (MDS) have been attracting increasing scholarly attention in recent years. In this paper, a cross-disciplinary model, established with established critical factors derived from traditional information systems models and the means-end chain approach, is used to explore what affects customers´ willingness to pay for MDS. In addition, the hybrid framework highlights the multiple attributes of MDS, user´s multiple dimensions of needs and multiple purposes for adopting MDS. Testing the model with survey data collected from 271 MDS users, the research shows that users´ perceived benefits of MDS most significantly explain their desire and demand for MDS. Financial indicators (e.g., affordability and income) also play an important role in determining users´ willingness to spend on MDS. Past experiences slightly affect users´ willingness to spend on MDS. While gender makes a difference, age and education do not show such a significant effect.